The customer care bar in the UK is about as low as you can get. In my opinion most businesses work on the ‘what is the minimum amount of customer care we can get away with’ approach. This really is the lowest level of customer care they can do to avoid customer issues. To me, this is really sad but it also represents a huge opportunity for those businesses that want to go the extra mile and create ‘wow’ moments for their customers.
Why create ‘wow’ moments for your customers? That’s easy, because you want to create an army of advocates. You want to create a huge team of people that promote your services via social media and in particular Twitter to their followers. Done well, ‘wow moments can create huge amounts of free publicity for your product and service and above all really don’t need to cost very much at all. Lets go through the 3 steps…
Step 1. Listening and recognising the opportunity.
— Mark Shaw (@markshaw) October 6, 2014
The first part is to actually listen to people on Twitter that are talking about you or your service. In the tweet above, I tweeted that I was heading to The Vanbrugh House Hotel in Oxford. I checked their Twitter account out and sadly their last tweet was in Feb 2014. You need to set up searches on your product or service using the actual names and not just the Twitter usernames. In this way, you will then get to see the Tweets and more importantly have the opportunity to reply and also to check them out by looking at their Twitter bio.
Step 2 Identifying the ‘wow’ thing..
Imagine for a moment that Vanbrugh House Hotel were active on Twitter and then imagine they had seen my Tweet. Firstly they could have simply replied to me saying they would be pleased to see me later that day.. but that is not a ‘wow’ that’s just polite and good manners. What turns this opportunity into a ‘wow’ moment is taking a look at my twitter stream and / or my Twitter Bio.
What are my passions? What do I seem to be Tweeting about a lot? What’s in my bio, any things there that I am hugely passionate or crazy about? In my case a simple look at my Twitter bio would have shown them, that I am a huge fan of Latte’s and almond croissants…
Step 3 Deliver the ‘wow’ moment
To create that ‘wow’ moment for me, in my room you could have put a latte and an almond croissant. Cost to the hotel would have been pence. Impression on me would have been super massive and would have created a ‘wow’ moment for me. What would I have then done? Simple.. Tweeted a photo and raved about what they had done.
To create ‘wow’ moments for your clients or customers is dead easy and does not need to cost very much at all. You just need to want to do it and then utilise Twitter and to make sure that you listen and learn as much as you can about your customers and clients. You can also when people are booking ask for their Twitter username so that you can begin to look at their stuff much earlier to possibly uncover things about them well before they use your product or service.